Calculator Inputs
Example Data Table
| Period | Start Customers | New | End Customers | Customer Churn | Start MRR | Lost+Contraction | Expansion | Net Revenue Churn |
|---|---|---|---|---|---|---|---|---|
| Jan | 1,000 | 120 | 980 | 14.00% | 50,000 | 4,100 | 2,400 | 3.40% |
| Feb | 980 | 110 | 990 | 10.20% | 52,300 | 3,000 | 2,900 | 0.19% |
| Mar | 990 | 95 | 1,005 | 8.08% | 54,100 | 2,250 | 3,150 | -1.66% |
Example churn values are illustrative, based on the formulas below.
Formulas Used
How to Use This Calculator
- Choose a method: customer churn, gross revenue churn, or net revenue churn.
- Enter period and segment to label your report and exports.
- Fill the matching inputs: customers for logo churn, or MRR fields for revenue churn.
- Set a benchmark churn rate to compare performance.
- Click Calculate Churn to see results above the form.
- Use CSV or PDF downloads to share with stakeholders.
FAQs
1) What’s the difference between customer churn and revenue churn?
Customer churn counts accounts lost. Revenue churn measures recurring revenue lost or retained. A stable customer base can still hide revenue loss from downgrades, and vice versa.
2) Why can net revenue churn be negative?
If upgrades and expansion exceed cancellations plus downgrades, net revenue churn becomes negative. That implies net revenue retention above 100% for the starting cohort.
3) Should I include new customers when calculating churn?
For logo churn, the standard denominator is starting customers. New customers are not in the starting cohort, but they affect ending counts, so the calculator estimates losses using start, new, and end.
4) How do I pick a churn benchmark?
Use your internal target first. If unavailable, use a recent average of your own historical churn by segment. Benchmarks differ by pricing, contract length, and customer size.
5) What period should I use: monthly or annual?
Use monthly for faster feedback and campaign attribution. Use quarterly or annual for contract-heavy businesses. Keep period definitions consistent so comparisons remain valid.
6) How can I reduce churn using marketing?
Improve onboarding activation, run lifecycle nurture, highlight value milestones, and target at-risk cohorts with education and customer stories. Pair campaigns with product signals like low usage and support tickets.
7) Why does my “customers lost” look high?
Inputs may mix cohorts or timing. Confirm your start and end snapshots match the same segment and billing rules. If reactivations are counted separately, include them so loss estimates align.